Heads up for new entrepreneur , Dos and don’t for a start-up

In the last few years, I’ve consulted or mentored more than 500 start-ups. 

Here is a summary of the recurring problems I have seen in the flawed start-ups to avoid to maximize your odds of success: 

1. A small or unscalable idea

Investors tend to have bias against ideas that throw out the largest nets possible in terms of potential customers. They would much rather back the next Google, whose product appeals to everyone and anyone, than a small niche business that only appeals to a very narrow market. 

2. Wrong market positioning

Often times, entrepreneurs launch businesses they think are good ideas, but they never took the time to properly research the market. As an example, investors don’t want to back the 10th start-up in a space, they would much rather back one of the first. 

3. No go-to-market-strategy

Entrepreneurs are typically so focused on building their product, that they don’t think far enough ahead to their go-to-market strategy, and how that will help them to achieve a proof-of-concept to attract growth capital. 

4. No focus

It is hard enough to launch one business, yet alone try to launch multiple businesses at the same time. Don’t be a jack-of-all-trades — you’ll end up being a master-of-none. 

5. Know when to cut losses

If you are trying to paddle upstream, no matter how hard you paddle, the current is going to take you backwards. Entrepreneurs need to know when a pivot is required, while there is still enough capital in the bank and enough time to implement the changes. 

6. No passion or persistence

If an entrepreneur does not exude passion about their product, they will never love their start-up enough to get through the good times and the bad. You need to have a persistent mindset that regardless what hurdles get thrown your way, you are going to figure out a way through them. 

7. Wrong or incomplete leadership

Never try to put a Fortune 500 team inside a start-up, because they don’t typically think like start-ups. Investors do not want to back a person, they want to back a complete team – in case you get hit by a bus. 

8. An unmotivated team

The management team needs to have the same incentives as the founder, and putting 15 to 20 percent of the company into the hands of your employees will be a lot more motivating and loyalty instilling. 

9. No mentors or advisors

Entrepreneurs should not be ‘lone wolves’. They need to understand they are not in this battle themselves. Many cities have established start-up ecosystems for them to tap into for mentors. 

10. No revenue model

OK, I understand many start-ups may not have a revenue model day one. But there better be a clearly communicated revenue plan for down the road. That revenue plan needs to be material enough, based on credible assumptions, to make it enticing for an investor to get excited and to justify your current valuation. 

11. Less capital than needed

First of all, make sure you are raising enough money out of the gate. That means raising enough to build your product and to achieve your proof of concept. Preferably, that amount is large enough to at least carry you for the next 12 to 18 months. Whatever capital you think you will need, double it for a cushion, as things always go wrong. 

12. No long-term roadmap to ROI

Whether you are investing in your own business or raising capital from outside investors, you need a clear roadmap to at least a 10-times return on your invested capital. 

13. Bad luck or timing

Sometimes, businesses fail for no fault of their own (e.g., due to the economy). During bad times, it is often best to go into “hibernation,” waiting for conditions to improve so you can live to fight another day. 


by George Deeb